Newfoundland and Labrador tourism campaign shines at Adrian Awards in New York City

The province’s tourism marketing campaign won six awards at the Adrian Awards – the so-called ‘Oscars’ of the tourism industry – in New York City on Tuesday.

The "Find Yourself" marketing campaign has become one of the most successful in the country since it launched in 2006 in partnership with Target Marketing and Communications Inc. The campaign has received 329 awards to date.

At the Hospitality Sales and Marketing Association International (HSMAI) gala, the province’s iceberg tracking website IcebergFinder.com won a platinum and gold Adrian Award, qualifying for the prestigious Best in Show.

‘Best in Show’ is HSMAI’s highest honour and is selected from platinum winners in the advertising, digital marketing and public relations categories. Newfoundland and Labrador Tourism received this honour in 2015 and 2018.

"We're incredibly proud of the continued success with the 'Find Yourself' campaign we've had together at these awards,” Catherine Kelly, director of account management with Target Marketing and Communications, was quoted saying in a news release.

“We are very fortunate to have wonderful client partners who, like us, believe that 'Creativity is a powerful business tool',” Kelly was quoted saying.

Newfoundland and Labrador Tourism also won gold for the "Symphony of Sound" integrated campaign and for the "Conductor" television spot, as well as silver for Air Canada’s inflight marketing.

"Working with Target Marketing and Communications, Newfoundland and Labrador Tourism continues to deliver a marketing campaign which inspires with its uniqueness and creativity,” Christopher Mitchelmore, minister of tourism, was quoted saying in the news release.

“I commend their effort, and congratulate all who worked so diligently on this successful platform.”